Jazimah

Product Designer
Sydney 


Currently:
Masters of Interaction 
Design and Electronic Arts 
University of Sydney


WIP ⚒️






Classpass
Dipsea
Everyday Rewards
Guardly
Resilient Lismore
Rushtrail
Sydney Beach Cam
University of Sydney
Worldpackers
Rushtrail

Optimizing booking functionality for on-demand shuttle rides for commuters powered by AI routing algorithm




About
Rushtrail is a platform powered by AI to ensure smarter commutes, shorter journeys and fewer vehicles on the road. 

I collaborated with two designers to research urban travel patterns as employees transitioned back to offices in the post-pandemic period.

We structured the research plan to gain perspective on user behaviour, experience on the mobile app and to understand commuter habits.





Pain points at a glance Key insights of over 70 respondents revealed gaps in finding and booking a ride.

  • Users were unable to find their desired routes to their destination

  • Users were unfamiliar with features and jargon such as "Build a ride party" and did not understand route codes

  • User testing revealed that 0 out of 10 users were able to successfully book a ride on their first attempt

Users had various usability difficulties at different points of the journey
What is it like for new users to find and book a ride?



How might we create a frictionless process for users to find and book a ride successfully?


Revisiting the old experience
Before: The user flow to find and book a ride


Users needed to find a way to select their end destination directly from the home screen
Showing relevant routes based on users' input
I focused on only the essential information based on one trip
Streamlined the trip details from 7 to 2 screens to reduce overload



Simplifying the user journeyDrawing on insights from user research and interviews, I re-evaluated and redesigned the journey and interface to address existing gaps and enhance the booking experience.

  • Streamlined search
    The redesigned search function is based on user's location and user-provided drop off location to filter search results. This ensures that only relevant results are displayed to reduce user's time and effort spent searching for routes.

  • Simplified terminology
    I focused on the Find a Ride feature and used more intuitive terms such as "Find a Ride" to focus on essential functions without the confusion of complex route codes.

  • Organized information
    I redesigned the interface to present information in a more structured and user-friendly solution. Essential information is now front and center to reduce the back and forth navigation that users were prone to in the previous version. 


Validating the new flowI redesigned and conducted user testing for the new flow to assess its functionality. 10 out of 10 users were able to find and book a ride successfully on their initial attempt.





Key takeawaysIf you made it this far, thanks for checking it out!

This project was my first dive into UX design and it has it been a journey of learning and growth. I’ve been working on finetuning the UI details for this project, especially the little details like sizing & colours (in hindsight, maybe I shouldn’t have incorporated gradients...). I’m still proud of this project and feel so grateful to the people who have taken the time to share their feedback with me.